At 70¢ each those real estate postcards cost you $6,300 over the course of the year. That means that you have mailed a total of 9,000 postcards. Let’s assume that you are going to mail an area of 500 homes and you’re going to mail that area 18 times (8 times in first 2 months and then once per month for the following 10). The intention of real estate postcard farming is to build a sustainable long-term business where listings are coming to you due to your postcards and other direct mail pieces, not you chasing the listings. Not that postcards can’t do that, especially if you already have brand recognition in your market, but that isn’t the intention. Understand Your Postcard Return on Investment UpfrontĪs discussed above, real estate postcard marketing isn’t about mailing as many postcards to as many homes as possible and hoping that on the first mailing you’re going to get a listing. If you have a lot of existing brand recognition, you may see much faster returns (it’s not uncommon for well-established agents to get a listing on their first mailing) but this should not be expected and isn’t the point of real estate marketing. Do not expect immediate returns plan on mailing real estate postcards for 9 months before seeing the returns.If possible, keep the pieces almost identical Maintain consistency in what you mail: consistency in branding and messaging.For the first 8 weeks it’s advised to mail more frequently, but not more than once per week.You need to mail postcards to this area a minimum of once per month.You shouldn’t select an area that is already being heavily farmed by another agent.You should select an area to launch or expand your real estate farm that has at least a 6% turnover rate.Here’s what we know from dozens of years of real estate agents using direct mail marketing and what Gary Keller emphasizes in his book (makes sense since it is the proven method): Is the model for obtaining listings by utilizing postcards / direct mail so simple that it feels like cheating? Is the simplicity holding you back?
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